Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Photo: Sheridan Shed Simove
On Friday afternoon in Portorož ended the conference of media trends SEMPL, which Media Pool company organized for the eighteenth time. In two days it was attended by about a thousand visitors from the Adriatic region. More than twenty renowned international speakers passed on to them their knowledge from different areas of the media and communications industry and provided their views on its future development.
Stories, emotions and data
SEMPL was opened by an American storytelling expert, Kindra Hall, who, through personal stories, convincingly demonstrated how important it is to influence the feelings of people through stories. She is convinced that stories should be created strategically, and in the long term, if the brands want to influence the consumer behavior, and consequently the sale.
Dr. Sebastian Wernicke, a data scientist in the German consulting firm Solon, warned that despite the fact that large databases are indispensable in making business decisions, data on their own never provide a complete answer to the complex problems. Even the media are increasingly relying on figures when it comes to their readers, viewers and listeners. That’s what was talked about by Fredrik Andersson, managing director of product development in the Swedish media company Bonnier Business to Business, and Jure Gostiša, director of digital development in the Finance magazine, who believes that online advertising will never make enough income for companies, which is why they will have to develop new subscription models.
Innovative ideas that everyone can achieve
The audience gave their warmest applause to Sheridan Shed Simove, a British entrepreneur, motivator and master of unusual ideas, who made his name and fortune with his book What Every Man Thinks About Apart From Sex, which contains only two hundred blank pages. He also drew public attention when he changed his name to God, and with his own currency, the ego, which he spoke about at SEMPL, and advised the participants to come up with new, unusual ideas which will make them stand out. He is convinced that every man is inherently creative, and that nothing prevents people on their way to the realization of their ideas.
Conor Mullen, commercial director of the digital division of the Irish national broadcaster RTÉ devoted himself to the truths and misconceptions about programmatic advertising, which promises targeted “one on one” advertising even on TV screens, while George Bethell, chief strategist for communication channels in the media agency PHD from great Britain, invited the audience on a journey to 2029, and announced that the artificial intelligence will have a dramatic impact on the marketing and branding.
Changing environment is changing relationships
On the second day of the conference, its moderator Peter Hopwood, trainer of public appearances, first shared tips for the audience on how to spice up their appearance, while Rene Lamsfuss, head of research in the German media agency Publicis Media, continued with a section on how market research is changing in times of abundance of data.
Dorie Clark, associate professor in the Fuqua business school at Duke University and former adviser for communication in the US presidential campaign, is convinced that too many talented people don’t know how to draw attention to themselves and to their progressive ideas. At the SEMPL, she talked about how to stand out from the average and gain appropriate recognition. Sumi Chumpuree-Reyntjes, head of marketing for Central and Eastern Europe in the adtech company Unruly, considers that the impact on people’s emotions is also important in online advertising. She showed how brands can create more attractive ads with relevant messages and shareable video content.
Petra Čadež, advisor for brand marketing, based on many years of experience in marketing, spoke about what is really important in marketing and how to be really successful in business. The conference ended with a contribution of Victor Croitoru, regional director for new business development and strategy for Eastern and Central Europe in the IPG Mediabrands from Romania, who spoke about how relations have changed between the clients and the agencies, and how agencies can operate successfully in the environment that is constantly changing.
Workshops on new opportunities for advertising
Participants at SEMPL also had the chance to visit six practical workshops that were held in parallel with the central program. Simon Struna, project manager in the online media agency iPROM, presented the advantages of programmatic buy of ad inventory, the connections between the ad inventory and the Internet of Things, and advertising opportunities on devices connected to the Internet. Boštjan Kušnjerek, head of marketing at AGB Nielsen Media Research, presented the TV ratings measuring television in time-shifted viewing, while Nataša Mohorč Kejžar, director of Ipsos Slovenia, dedicated herself to the meaning of quality planning of advertising campaigns and the quality measurement of their effectiveness. Maja Michieli, head of NeuroLab in Valicon, and Luka Zevnik, co-founder and head of products at BlackBox, showed that neuroscience can enhance the effectiveness of stories. Saša Stanković, head of digital media in the Croatian company Foreo, presented how to use digital communication channels for the presentation of new products, and Zoran Leban Trojar devoted his time to the social network Instagram in marketing, and gave advice on how brands can attract genuine followers.